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As presented to the Schieffer School of Journalism faculty at TCU, February 13, 2010, this deck walks through the basis of a sound social media strategy by examining the high level concepts of community, content, conversations and connections.
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THE FOUR CS OF SOCIAL MEDIA:BUILDING THE RIGHT FOUNDATION FOR YOUR SOCIAL MEDIA STRATEGY
© 2010, m strategies inc. All Rights Reserved.
Many agencies just offer clients Facebook and MySpace pages and call that ‘social media strategy.’ While those two huge social networking sites can be valuable tactics within today’s public relations strategies, they are not the panacea. That’s why MSI customizes its solutions, by asking “what is it that you want your community to do?” so that clients are not receiving a generic approach, but one that will help them meet their business goals.
It’s all about Community!Whether you’re in journalism or in strategic communications, the idea behind launching a social media strategy is to gather people around your brand. But how?
Community: (n) a unified body of individuals
So what makes an online community?
All social media platforms operate on the same basic premise.
COMMUNITY
Content Connections
Conversation
SHARING
What do you want your community to do?
First, you must understand your audience and their influencers.
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Video
Audio
Slidecasts
News
Discussions
Blog Posts
Live streams
Links
sharing
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sharing
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CONVERSATIONS
Thought leadership
Resource for answers
Customer Relations/Service
Insights on Trends and Issues
Related industry news
Brand news/initiatives
Messages and calls to action
Remember that while your brand is the moderator, your job is to LISTEN even more than you SPEAK. Aim to spur the conversation, not necessarily lead it all the time.
But what about control? Be prepared to lose some. It’s ok.
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CONNECTIONS
Between your brand and your community
Between each community member
Between your community members and potential community members
Ultimately, between your brand and new community members
The more your community connects with others, the more new community members connect with your brand.
Shared content and conversations that resonate, stimulate more meaningful connections. Your brand values remain at the core.
Now, you not only have a Community. You have Online “Brand Fans.”
THE LARGER DISCOURSE IS AN IMPORTANT ONE Discussing the 4 C’s before delving into a more
tactical discourse allows you to Truly understand your goals for your social media
strategy Take inventory of the content you have and the content
you need to develop your social media strategy Begin to research the social media platforms that would
best fit your content and your community Conduct a “gut check” on what you will and will not say
as a brand Determine if you are truly ready for a social media
presence, i.e. staffing/budget to launch, sustain and manage ongoing Enough content and conversations to spur connections
Launch into a “Listen and Learn” phase to understand the potential for your community online.
MORE ON THE FOUR CS FROM OUR BLOG Starting the Conversation. Building Communi
ty Content & Connections Why Some Brands Would Fail Kindergarten: T
hey Don’t Like Sharing.
© 2009, m strategies inc.dallas ׀ chicago ׀
atlanta
CONTACT US
MSI Dallas HQs208 N. Market St. Suite 375Dallas, Texas 75202214.741.2100
MSI Atlanta400 Perimeter Terrace NortheastSuite 900Atlanta, Georgia 30346770.392.4241
mstrategiesinc.com
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